Perfect BALANCE

Longines CEO Matthias Breschan on the unique strengths of the Swiss watchmaking brand he helms.

- TAN SIOK HOON

It is the season of watchmaking novelties — an annual event eagerly awaited by all with a vested interest in horology, from enthusiasts and collectors to the media and distributors. Longines recently held a Southeast Asia press meeting in Bangkok, hosted by CEO Matthias Breschan and his Switzerland and regional teams. Once again, we are impressed by the new collection of brilliant designs and innovations, set to launch in 2024. Discover what gives Longines the decisive success of being a leader in its category, courtesy of a brand overview by its CEO.

L’OFFICIEL: What is on the drawing board for Longines in 2024?

MATTHIAS BRESCHAN: One word that describes our 2024 novelties well is consistency. We have enhanced what Longines established historically to make sure that we remain strong in the future. The three major points: firstly, we have a collection that resonates with both men and women, and we are selling evenly 50 per cent to men and 50 per cent to women — very rare because brands are mostly 80/20 in either direction. Secondly, we are uniformly well-received for classic and sports watches, and you see in our 24 novelties this strength of being equally balanced between sports and classic watches. The last point is the unique history and heritage of the brand — it’s essential now for brands to make it an experience by telling a story when they present new products. For Longines, it’s all written in our historical books. It’s authentic and strengthens the brand through a unique and powerful differentiating factor.

LO: What are the key highlights for you in terms of the 2024 novelties?